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On the one hand it feels strange for such an ancient practice to have a new name. On the other hand, when we names things we become more aware of them.

In ancient times when the marketing cycle was a year, a merchant would send an assistant to a distant village to sell stuff. What stuff he takes next year depends on how much of what he sold last year. This was a form of Agile marketing.

In the 1950’s and 1960’s when TV advertising was really coming into it’s own, advertisers didn’t just create and broadcast ads. They tested them via various forms of focus groups and surveys. This was a form of Agile marketing.

Did you know that today Starbucks does not brew decaf in the afternoon? Why? Because so few people buy it in the afternoon it’s wasteful to brew it then throw it away. This is also a form of Agile marketing.

But by far the most agile form of marketing is Inbound Marketing. Via Google analytics you can easily and quickly tell what is working and what is not. You can quickly analyze your analytics data and make decisions about what changes make sense, and you can easily and quickly monitor those changes.

So it may be that we’ve given a new name to an ancient practice, but if it helps us all better respond to what our prospects and customers want, maybe that’s a good thing.